The In-Between Water
Alko is a Finnish authority who prevents alcohol abuse in Finland. The brief was to come up with an impactful approach that would inspire all Finnish adults to observe their drinking habits and encourage moderate drinking.
Alcohol use has always been prohibited, demonized and criticized – in propaganda, movies and marketing communication. Alko decided to break the old conventions and spread alcohol awareness in an inspiring and encouraging way – in a way that would completely change the way Alko approaches the issue.
Executive Creative Director: Jyrki Poutanen
Creative Director: Ville Ohtonen
Senior Creative: Lasse Kangasmaa
Art Director: Carl-Erik Mosander
Designer: Atso Wilén, Anna Lahikainen, Suvi Höytö, Lara Ala-Olla
Content Strategist: Pauliina Perkiö
Copywriter: Otto Kilpiö, Lasse Perälampi, Sini Teppola
Art Directors Club of Europe, Gold Award, 2020
Photos: Fanny Haga / Alko